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13% OPS
10% SERVICES
24% IT
18%SALES
18% OTHER
17% MARKETING
48%BUDGET INFLUENCER
OR OWNER
RESPONSES BY GEOGRAPHY
US 70%
EMEA18%
OTHER4%
30%
ANZ8%
CONTENTS
MULTI -CLOUD IS THE NEW STANDARD
9
DATA & METHODOLOGY
3
EXECUTIVE VIEW
4
KEY FINDINGS
5
BUSINESS OUTCOMES DRIVE STRATEGY
6
CUSTOMER ENGAGEMENT POWERS GROWTH
7
EMPLOYEE ENGAGEMENT IMPROVES OUTCOMES
8
MOBILE IS THE CORNERSTONE OF DIGITAL TRANSFORMATION
18
INDUSTRY CUSTOMIZATIONS YIELD RESULTS
10
SALES LEADS BUSINESS-DRIVEN INNOVATION
11
THE APPEXCHANGE BOOSTS PERFORMANCE
12
SALESFORCE ENABLES DIGITAL LEADERS
13
MARKETING’S VISION LEADS DIGITAL TRANSFORMATION
14
SERVICE IS THE COMMAND CENTER OF THE CUSTOMER VOICE
16
SALESFORCE MOBILE TOOLBOX
19
UNLEASH THE DATA
20
ENABLE ONGOING INNOVATION
22
ADDITIONAL PERSPECTIVES ON THIS YEAR’S DATA
24
BENCHMARK YOURSELF
30
THANK YOU
31
INTERNATIONAL
RESPONDENTS BY
FUNCTION
HIGH TECH 33%
FINANCIAL SERVICES 14%
BUSINESS SERVICES 10%
MEDIA 8%
HEALTHCARE 7%
HIGHER ED 5%
RETAIL 2%
OTHER 21%
BY INDUSTRY
NUMBER OF RESPONDENTS
1,000+
MANAGER AND ABOVE
59%DEVELOPER OR ADMINISTRATOR
27%
ROLE OF RESPONDENTS
DATA & METHODOLOGY
13% OPS
1-100 31%
101-500 26%
501-3,000 24%
RESPONSES BY COMPANY SIZE (# OF EMPLOYEES)
3,001+ 19%
BENCHMARK YOURSELFInstantly receive a personalized report of findings based on this year’s data.
bluewolf.com/benchmarkyourself
THE S TAT E O F S A L E S F ORCE | 3
The State of Salesforce is Bluewolf ’s annual analysis of how the best companies use Salesforce. Based on global data collected in collaboration with the MIT Sloan School of Management, this annual review distills insights from more than one thousand Salesforce customers.
Salesforce, Sales Cloud, Service Cloud, ExactTarget Marketing Cloud,
Community Cloud, Data.com, Work.com, Desk.com, AppExchange,
Salesforce1 Platform, Pardot, and Chatter are all registered trademarks
of salesforce.com, inc.
All trademarks are held by their respective owners.
Data collected in collaboration with
Survey Powered by
In my view, it is digital disruption. Cloud, social, and mobile technologies have reduced market
barriers, and pioneering companies are redefining business models across every industry. This rapid
innovation is empowering customers with more choices, information, and power than ever before.
In response, companies are focusing on customer engagement to achieve business outcomes,
whether it is through new client acquisition, increased wallet share, reducing customer churn,
or improving the productivity of client facing roles and processes. Companies must continually
exceed rising customer expectations—and increasingly those expectations include high quality
digital experiences that are smart, relevant, and frictionless.
When viewed through this lens, all initiatives become customer facing. This is the root cause of
CRM’s rapid growth, and no technology vendor is better positioned to help companies succeed
in this new market than salesforce.com.
This year’s State of Salesforce is our most ambitious report yet. We continue to look at the top
initiatives companies are prioritizing for 2015, including product and cloud adoption metrics, and
budget trends. This year we went deeper into how each department is using Salesforce in
today’s digital customer era. We also focus on the importance of data, and the emerging
analytics trends that will shape tomorrow’s enterprise.
Our goal, however, remains the same: providing Salesforce customers with insights into how companies are achieving success with the world’s #1 CRM software.
I hope you enjoy Bluewolf’s third annual State of Salesforce report.
EXECUTIVE VIEW
Gartner predicts that the CRM market will eclipse ERP as the largest enterprise
software market in 2017. 1 While that is good news for salesforce.com and its
entire ecosystem, what is behind this rapid growth?
ERIC BERRIDGECEO & Founder
@ericberr idge
1 Gartner Forecast: Enterprise Software Markets, Worldwide, 2012-2017, 2Q13 Update
ENTERPRISE STRATEGIES ARE DRIVEN BY BUSINESS OUTCOMESTechnology should align to company strategy, not
drive it. Companies used to be constrained by inflexible
technology but this has changed. Business outcomes
have reemerged as the primary drivers of initiatives,
and the inherent flexibility of salesforce.com’s products
enable customers to confidently re-imagine their
business and focus on engagement.
CUSTOMERS EXPECT A PERSONALIZED DIGITAL EXPERIENCEBusinesses are experiencing massive digital
disruption, as the internet, social media, and mobile
technologies have changed traditional market and
value frameworks. Customers have digital expectations,
and are empowered with more influence over brands
than ever before. Digital channels are the new
corporate battlegrounds.
CLOUD GOVERNANCE AND ALM ARE ESSENTIAL TO INNOVATIONDigital disruption informs a new business imperative;
now, there is a cost to not innovating. Systems that
remain the same fall steadily out of sync with the
business. Leading companies are turning to cloud
governance and application lifecycle management
(ALM) tools to accelerate innovation despite
increased complexity.
1 2 3
OF C-LEVEL EXECUTIVES SAY SALESFORCE
HAS MEASURABLY IMPROVED THEIR
CUSTOMER EXPERIENCE
46% 34%REVENUE GROWTH AND IMPROVING CUSTOMER
EXPERIENCE WERE CITED 3X MORE OFTEN THAN
ANY OTHER BUSINESS CHALLENGE
CITE ONGOING INNOVATION AS
THEIR TOP TECHNICAL CHALLENGE
3X
KEY FINDINGS
THE S TAT E O F S A L E S F ORCE | 5
WHAT ARE BUSINESS OUTCOMES? Business outcomes affect a company’s top or bottom line: acquisition, expansion,
cost reduction, and retention.
Salesforce’s flexibility and extensibility make it the ideal technology for organizations to reduce
the amount of time it takes to achieve business outcomes. In fact, 51% of customers say using Salesforce has improved top-line growth and bottom-line savings. The continued maturation of
Salesforce allows enterprise organizations to confidently reimagine their customer experience,
and know that it can be aligned accordingly.
BUSINESS OUTCOMES DRIVE STRATEGY
NEW CUSTOMERS OR SALES CYCLE REDUCTION
INCREMENTAL REVENUE: CROSS-SELL, UPSELL,
PRICE INCREASE
REDUCTION IN COST TO ACQUIRE AND SERVE
CUSTOMERS
REDUCED CHURN RATES FOR PROFITABLE CUSTOMERS
START WITH
BUSINESS OUTCOMES
Technology should align to business strategy, not drive it. Previously, business processes and
employees were constrained to rigid technology, and market competitiveness was limited by a
company’s ability to scale infrastructure.
Massive digital disruption and empowerment of customers have restored a company’s core
focus to the key drivers of success: BUSINESS OUTCOMES .
Then prioritize initiatives that will dramatically improve
the customer experience.
CUSTOMER ENGAGEMENT POWERS GROWTH
Companies are aggressively reworking internal structures to focus on customer
engagement. Engagement is the currency that allows brands to improve market
share, wallet share, customer retention, and cost containment.
EMPLOYEES DRIVE CUSTOMER ENGAGEMENT Companies are measuring employees across all functions by their
ability to impact customer engagement. Measurement is strongest for
frontline employees who directly manage the customer experience.
GROWTH IN PROGRAM INVESTMENTS Companies are also prioritizing program investments that measure
customer engagement.
SERVICE 67%
SALES 62%
MARKETING 49%
OPERATIONS 40%
IT 29%
DEPARTMENTS MEASURED ON CUSTOMER ENGAGEMENT
CUSTOMER RETENTION PROGRAMS 61%
CUSTOMER REVIEWS /TESTIMONIALS 46%
CUSTOMER SATISFACTION SURVEYS 45%
REFERRAL PROGRAMS 32%
LIFETIME CUSTOMER VALUE 25%
NET PROMOTER SCORE (NPS) 24%
THE AVERAGE COMPANY IS INVESTING IN 2+ PROGRAMS
SAY SALESFORCE HAS
MEASURABLY IMPROVED THEIR
CUSTOMER EXPERIENCE
37%
ARE INVESTING IN PROGRAMS
TO MEASURE CUSTOMER
ENGAGEMENT, 12% SUBSTANTIALLY
53%
TAKEAWAY Measurement is only the start. Ensure investments cover programs that encourage public advocacy from customers. Leading organizations are investing in programs that reward customers for acts of public promotion.
THE S TAT E O F S A L E S F ORCE | 7
MAXIMIZE EMPLOYEE ENGAGEMENT BY 1. Consulting users before system changes are made.
TAKEAWAY Create an advisory group, with representation from across the company, to gain a holistic view of how changes will impact the organization. Ensure that changes with wide reaching, positive impact are prioritized.
2. Investing in ongoing training and communication.
TAKEAWAY Deploy a multi-touch, multi-channel communication approach. Only employees empowered with the right knowledge can absorb system changes appropriately.
THE MOBILE EFFECTMobile has the unique capability to improve employee experiences and business processes. It adds both content and functionality to employee interactions. Companies that rework their core business processes with a mobile-first mindset will increase efficiency and employee engagement.
EMPLOYEE ENGAGEMENT IMPROVES OUTCOMES
Companies have traditionally focused on driving technology adoption. It is time to shift this
focus to employee engagement. The more value employees can provide to their customers,
the more engaged those employees become.
Leading organizations realize that an investment in solutions that positively impact
employees’ lives, naturally drives engagement and adoption—boosting employee
performance, efficacy, and their ability to own customer moments.
CONSULT USERS BEFORE
CHANGES ARE MADE
82%
PROVIDE TRAINING
AFTER NEW FUNCTIONALITY
IS RELEASED
73%
INVESTING IN EMPLOYEE ENGAGEMENT HELPS COMPANIES MAXIMIZE SALESFORCE
SAY THEY ARE MAXIMIZING SALESFORCE INNOVATION POTENTIAL,
BUT WHEN COMPANIES INVEST IN EMPLOYEE ENGAGEMENT, THIS NUMBER JUMPS TO 52%30% 52% 30% 22%
Salesforce.com has set the industry standard with solutions that impact the end-to-
end customer experience. Companies are quickly taking a combined-cloud approach
in an effort to more broadly impact customer experience and business outcomes.
MULTI-CLOUD IS THE NEW STANDARD
EFFICIENCY / PRODUCTIVITY GAINS 66%
IMPROVED CUSTOMER EXPERIENCE 34%
REVENUE GROWTH 32%
BUSINESS OUTCOMES REALIZED
COST REDUCTION 21%
CLOUDS CURRENT FUTURE
SALES CLOUD 89%
SERVICE CLOUD 46%
COMMUNITY CLOUD 22%
MARKETING CLOUD 18%
PRODUCTS
APPEXCHANGE 82%
CHATTER 64%
SALESFORCE1 PLATFORM 55%
DATA.COM 32%
PARDOT 12%
WORK.COM 9%
CURRENT ADOPTION & FUTURE OUTLOOK
GROWINGHOTON FIRE STEADY
OF SALESFORCE.COM CUSTOMERS USE
TWO OR MORE SALESFORCE CLOUDS
54%
Salesforce continues to rapidly expand across the enterprise—due to its direct
impact on business outcomes.
THE S TAT E O F S A L E S F ORCE | 9
INDUSTRY CUSTOMIZATIONS YIELD RESULTS
ADOPTION OF PRODUCTS AND CLOUDS BY INDUSTRY
Achieving business outcomes is about reinventing your business in order to connect with customers. An industry-driven approach often solves
specific business challenges and accelerates time-to-value. Regardless, industries are embracing an end-to-end approach in order to have the
broadest impact on their customer experience.
100%
80%
60%
40%
20%
0%GLOBAL AVERAGE
HIGH TECH
FINANCIAL SERVICES
BUSINESS SERVICES
HEALTHCARE MEDIA RETAIL HIGHER ED
APPEXCHANGE
SALES CLOUD
ARE INVESTING IN INDUSTRY SPECIFIC APPEXCHANGE SOLUTIONS
14% MORE INNOVATION POTENTIAL
WITH SALESFORCE
3X THOSE INVESTED IN
INDUSTRY SOLUTIONS SEE
HIGH TECH25%
FINANCIAL SERVICES
18%
EARLY ADOPTERS
OF INDUSTRY SPECIFIC SOLUTIONS
SERVICE CLOUD
SALESFORCE 1 PLATFORM
COMMUNITY CLOUD
CHATTER
EXACTTARGET MARKETING CLOUD
Client Story
CUSTOMIZE AND INTEGRATE TO RAISE ADOPTIONWhen a global medical company needed to support its
global sales team with a single tool that offered both
seamless updates and offline capabilities, they turned to
Bluewolf. We integrated Sales Cloud with the company’s
existing systems, and built a custom iOS-native mobile
application designed to fit the different regional needs of
the field sales team.
RESULTS• Single business system that provides sales with
access to global data, encouraging collaboration.
• Management has greater visibility into pipeline,
forecasting, and rep performance.
• The sales team is armed with information to keep
track of leads and nurture accounts.
SALES LEADS BUSINESS-DRIVEN INNOVATION
The maturity of Sales Cloud and the size of its user base are big incentives
for developers to create a wide range of applications for this community.
As a result, Sales Cloud customers turn to the AppExchange for solutions
more frequently than any other. The following three sales AppExchange
categories will see a significant adoption increase in 2015:
TAKEAWAYRethink your sales process for the digital era. Understand your sales team’s pain points directly, and empower them with solutions to seize every customer moment. Equip them to stay one step ahead of customers. Whether it’s through selling strategy, mobile technology, or building out custom functionality, efforts will quickly show up in your company’s bottom line.
SALES INTELLIGENCE Leaders are using Salesforce CRM
to become increasingly proactive.
Dashboards and BI tools play an
important role, but applications
that inject prescriptive insight
into a salesperson’s day will also
see strong gains.
GEOLOCATION Strong adoption of mobile
means applications that help
salespeople manage their
physical territories are in demand.
With 89% of Salesforce customers
using the Salesforce1 Mobile App,
expect to see an increase in
mobile customization projects.
CONTRACT MANAGEMENT Companies have realized that
enabling sales, finance, and
legal teams to share one system
for generating, signing, and
approving contracts can result
in a dramatic decrease in
contract processing time.
1 2 3
THE S TAT E O F S A L E S F ORCE | 11
THE APPEXCHANGE BOOSTS PERFORMANCE
APPEXCHANGE APPS
INSTALLED
17% ZERO APPS
7% 10+ APPS
16%6-10 APPS
60% 1-5 APPS
With over 2,500,000 installs and 2,400+ apps available, the Salesforce
AppExchange will only continue to grow and become an even more valuable
resource for companies.
MARKETINGAs the tools available to marketers within Salesforce continue to mature, many marketers are
looking to the AppExchange for tools focused on uncovering ROI and optimizing marketing
activity—but also for how to manage their process and projects directly inside of Salesforce.
SERVICE As Service Cloud continues to grow, the available solution mix on the AppExchange will continue
to increase. Agent productivity, surveys, and telephony solutions are offering advanced ways to
extend service deployments and enhance the customer experience.
SALESSales has the largest solution mix available on the AppExchange, capturing 41% of the total.
Advanced document generation saw the largest jump of investment in the past year, but
looking forward, advanced sales intelligence and methodologies seem to come on strong
as companies look to optimize sales processes for top-line growth.
CORPORATE INVESTMENTS CURRENT FUTURE
DASHBOARDS & REPORTS 60%
DATA CLEANSING 48%
SOCIAL TOOLS 23%
SALES APPS
DOCUMENT GENERATION 66%
SALES INTELLIGENCE 27%
FORECASTING & TERRITORY MANAGEMENT 24%
QUOTES & ORDERS 22%
SALES METHODOLOGIES 20%
SERVICE APPS
SURVEYS 37%
TELEPHONY 30%
AGENT PRODUCTIVITY 16%
FIELD SERVICE 13%
MARKETING APPS
MASS EMAILS 56%
CAMPAIGN MANAGEMENT 52%
MARKETING AUTOMATION 48%
WEBSITE INTEGRATIONS 30%
PROJECT / CONTENT MANAGEMENT 25%
IT APPS
INTEGRATION 48%
ADMIN & DEVELOPER TOOLS 48%
SALESFORCE APPEXCHANGE ADOPTION
GROWINGHOTON FIRE STEADY
SALESFORCE ENABLES DIGITAL LEADERS
In today’s competitive marketplace, companies grow or stagnate based on their ability to provide a superior
digital experience. Creating this experience relies on how companies interact with customers and address
underlying business operations. Salesforce is accelerating success and leadership on both fronts. Two market trends are creating the need for digital transformation.
TAKEAWAYCompanies must adopt a business-wide approach to service the digital customer. Some companies have created entirely new leadership roles such as Chief Experience Officer, Chief Interaction Officer, and Chief Customer Officer that live outside of any one department, to address the gaps in customer experience. Others have developed special purpose teams, hired trusted innovation partners, or developed centers of excellence to accelerate customer-focused innovation. Whatever the strategy, today’s customers are won over by a superior customer experience, and nothing else.
MARKETING Marketers are rapidly
adopting Marketing
Cloud. Its customers will likely double by 2015.
DIGITAL DISRUPTORS Companies are taking advantage of new digital-driven
models to disrupt the status quo and pioneer new
products and services.
CUSTOMER EXPECTATIONS Digital has empowered customers by eliminating barriers to
information. As a result, customers have higher expectations
and less patience for difficult or unsatisfactory experiences.
1 2
Leading companies are using Salesforce to meet rising customer expectations and achieve positive business outcomes.
Discussions on digital strategy tend to center around marketing and customer service. But to embrace digital, all employees
must play a role. This is more than just an emerging technology or channel—it is a business-wide shift, and impacts product
development, business models, operations, and company culture.
ANALYTICS71% of companies are increasing analytics investments to extract
insights from the
customer data collected.
MOBILE 46% of enterprise companies have or plan to build custom mobile apps on the Salesforce1
Platform in 2015.
SERVICE Service teams are leading
the adoption of
Community Cloud; 30% are currently invested.
THE S TAT E O F S A L E S F ORCE | 13
MARKETING’S VISION LEADS DIGITAL TRANSFORMATION
Marketing has been the quickest to adopt a digital mindset and address rising customer expectations.
Through their leadership, marketing’s influence over company-wide change has grown. In fact, 91% of companies using Salesforce say that their marketing teams have a strong executive voice. With influence
beyond direct customer acquisition, marketing is increasingly responsible for the entire customer
experience. By combining investments in Salesforce and marketing automation, marketers are gaining
deeper insight into customer needs and driving new levels of collaboration across the enterprise.
MEASURED ON CUSTOMER ENGAGEMENT 82%
MEASURED ON CUSTOMER RETENTION 65%
MEASURED ON CROSS-SELL/UPSELL 57%
MARKETERS’ INCREASED RESPONSIBILITYOF MARKETERS PLACE MORE
VALUE ON EXISTING CUSTOMERS
THAN ON ACQUIRING NEW ONES64%
MARKETING’S ROLE NOW SPANS THE ENTIRE CUSTOMER LIFECYCLEMature marketers are broadening their efforts, evolving from a sole focus on customer acquisition and
onboarding, to measurement of customer engagement data across the customer lifecycle.
MARKETING’S QUEST FOR A SINGLE DASHBOARDMany marketers are using native Salesforce functionalities to measure marketing
efforts, but are still looking for other solutions to fill measurement and ROI gaps.
Outside of measuring basic website and email metrics, marketers struggle to
measure complex metrics within Salesforce, such as content marketing, social
activity, and mobile engagement. DON’T HAVE A SINGLE SALESFORCE
DASHBOARD TO MEASURE
MARKETING ACTIVITIES
63%
MARKETING IS LEADING THREE DIGITAL TRANSFORMATION INITIATIVES As marketers continue to lead the vision for digital transformation, they will have to bridge the gap
between the digital experience with the data, systems, and tools that make it possible.
TAKEAWAY Marketing is rapidly becoming the most data-driven and technology-dependent function, out-pacing both sales and service. This year, a focus on mobile, data, and analytics will separate the average marketer from those leading digital transformation.
CONSUMER APPS 56%
MOBILE-OPTIMIZED WEBSITES 55%
GROWTH IN MOBILE CUSTOMER INITIATIVES
OF MOBILE INITIATIVES
IN THE NEXT YEAR WILL
BE CUSTOMER FACING
48%
MOB
ILE
PLAN TO INCREASE INVESTMENT IN ANALYTICS 100%
SAY ADOPTION OF ANALYTICS IS STRONG 77%
MARKETING IS STRONGLY INVESTED IN ANALYTICSOF MARKETERS ARE INVESTED
IN ANALYTICS TOOLS, BUT 56%
OF THESE TOOLS LIVE OUTSIDE
OF SALESFORCE
93%
ANAL
YTIC
S
DATA CLEANSING IS THE SECOND LARGEST BUDGETED INITIATIVE
70% WILL INVEST IN A DATA CLEANSING TOOL FROM THE
APPEXCHANGE, MARKING A 52% INCREASE IN THE NEXT YEAR
INVESTMENTS IN DATA
OF MARKETERS ARE
CONFIDENT IN THEIR
DATA’S ACCURACY
52%
DATA
THE S TAT E O F S A L E S F ORCE | 15
SERVICE IS THE COMMAND CENTER OF THE CUSTOMER VOICE
Service teams have more customer data and knowledge than any other department. By
investing in Service Cloud, service organizations are unleashing data, making it more accessible
across the company. With a single system to work, monitor, and respond from, service teams
have an integrated view of customer interactions, and are able to positively impact business
outcomes. Advances in common channels, like e-mail and phone, and new channels, like SMS
and social, are enabling service teams to gather increasingly holistic and accurate data on
customer satisfaction and experience.
OF SERVICE PROFESSIONALS SAY SALESFORCE DELIVERS A BETTER CUSTOMER EXPERIENCE
54%
INVESTED IN SALESFORCE KNOWLEDGE MANAGEMENT SAY THEY CAN ADDRESS CUSTOMERS’ NEEDS
4 OUT OF 5Client Story
REINVENTING TR AVEL INSUR ANCEBerkshire Hathaway Travel Protection’s (BHTP)
“AirCare” is travel insurance reinvented for today’s
digital consumer. Bluewolf built BHTP a disruptive,
custom, mobile-enabled travel insurance solution
in just eight weeks.
Salesforce.com’s Service Console provides agents
with the ability to manage and report on the entire
customer journey, resulting in reduced claim
handling time.
“IN TODAY’S MOBILE-FIRST WORLD, IT IS
ESSENTIAL TO SERVICE CUSTOMERS QUICKLY
AND EFFICIENTLY. BLUEWOLF HAS HELPED US
ACHIEVE THIS GOAL.”
— Josh Jandrain, VP of IT at BHTP
Service has direct influence over a company’s reputation and customer
experience. Agents must be armed with the right information at the right
time to serve the needs of a customer, otherwise the customer moment is
lost. Companies must prioritize investments in the right tools and
systems to connect, collaborate, and share knowledge across the service
center and business-wide.
16 |
COMMUNITY CLOUDSalesforce.com’s Community Cloud is transforming the
way companies interact with customers, combining
the powers of sales, service, and marketing into a single
system of engagement that drives collaboration with
customers, partners, and employees. An investment in
the Community Cloud will separate the average customer
service department from leading service innovators who
truly reprioritize the customer experience.
• 30% of service departments are invested in
Community Cloud, and over the next year,
Bluewolf projects this number to double.
CHANNEL INTEGRATIONSThe right channel strategy is not about being accessible
on every channel, but instead focusing on the quality of
the channels and which will bring the most value to both
the customer and your business. The integration of
channels must be determined by the combined priorities
of marketing, customer service, and most importantly—
where your customers are driving the conversation.
• 64% will have three or more channels integrated
with Service Cloud in the next year.
• 45% have integrated CTI with Service Cloud,
greatly enhancing customer interaction data.
ADVANCED METRICSMature service centers have a single contact center
dashboard that measures all customer-experience-
related metrics. This single view enables a consistently
positive customer experience, and a stronger agent-
manager relationship. Traditional call center metrics, like
first call resolution, are dropping in priority, while
overall satisfaction metrics are on the rise.
1 2 3
CUSTOMER SATISFACTION RATING 60%
CUSTOMER RETENTION 48%
CUSTOMER REVIEWS/TESTIMONIALS 48%
TOP METRICS SERVICE USES TO MEASURE CUSTOMER ENGAGEMENT
TAKEAWAYThe most innovative service teams are seeking to measure the customer experience with a new holistic metric: customer effort. With a focus on monitoring a customer’s lifetime value with your brand, customer effort is not based off a single interaction, but instead customer engagement trends over time. Discover patterns in the choice of channel or the cadence that customers get in touch with your brand. As you track experiences over time, the goal is to move away from a reactive service model to a proactive level of service with the ability to predict a customer’s need.
TO EXCEED CUSTOMERS’ DIGITAL EXPECTATIONS, SERVICE TEAMS ARE INVESTING IN 3 KEY INITIATIVESService Cloud is leading the digital transformation in customer service departments, revolutionizing the way agents interact with
their customers. These mature service centers are measuring a diversity of metrics and integrating a variety of channels, enabling
a consistent customer experience and a stronger agent-manager relationship.
THE S TAT E O F S A L E S F ORCE | 17
STATE OF SALESFORCE MOBILESince its introduction one year ago, use of the
Salesforce1 Mobile App has exploded. In 2012,
companies were just beginning to experiment
with mobile, but now Salesforce’s mobile offerings
(from the Salesforce1 Mobile App and Mobile
Platform SDK) are helping companies lead mobile
innovation throughout the enterprise.
Mobile is currently the single largest disruptor and enabler. Mobile devices
and applications are getting smarter, and capabilities like push, geolocation,
and near-field communication are being combined with customer data to
create enhanced frictionless experiences.
TAKEAWAYTo get the most value out of Salesforce mobile, move past standard configuration. Customize the Salesforce1 Mobile App so common workflows are intuitive, and consider a custom app for more mobile capabilities that are purpose-built.
CONSUMER APPS 56%
SALES APPS 55%
MOBILE OPTIMIZED WEBSITES 55%
SERVICE APPS 36%
BY MOBILE INITIATIVE
PLAN TO INCREASE THEIR
INVESTMENTS IN MOBILE IN 201545%
SALESFORCE1 MOBILE APP ADOPTION
20132014
42% 89%
MOBILE IS THE CORNERSTONE OF DIGITAL TRANSFORMATION
MORE LIKELY TO BUILD A CUSTOM MOBILE APP ON THE
SALESFORCE1 PLATFORM
2XSALESFORCE1 MOBILE APP
USERS ARE
Client Story
CLOSE OPPORTUNITIES ON THE GOA leading national provider of wireless voice,
messaging, and data services needed assistance
empowering its sales team in the field. They wanted
to optimize their proposal and contract process on
mobile devices. Bluewolf helped brand and customize
the Salesforce1 Mobile App to easily close
opportunities on a tablet.
RESULTS• Aligned deal configuration/quoting tool for
mobile devices.
• Integrated electronic signature and order
processing capabilities.
• Sales is closing more deals in a shorter time
frame, with less effort and fewer errors.
SALESFORCE CUSTOMERS
RANK MOBILE STRATEGY AS
THE TOP MOBILE CHALLENGE
SALESFORCE MOBILE TOOLBOX
Companies are still experimenting with building mobile experiences
that meet the needs of their users and translate to positive business
outcomes. While “mobile-first” is top of mind for enterprises, lack of
a collaborative, organization-wide mobile strategy is still a challenge.
FIRST-PARTY SALESFORCE APPS Strong launching point combining
best of salesforce.com’s mobile
offerings, however, lacks branded
interfaces, compatibility across
devices, and full offline capabilities.
CUSTOM MOBILE APPLICATIONS Purpose-built apps that are
native, hybrid, and/or web
based. Custom apps offer the
most control, customization
and flexibility, however cost
and ongoing management
must be considered.
OFF-THE-SHELF CONFIGURABLE APPSCustomizable interfaces,
pre-built processes, and
features such as predictive
routing, digital sales aids,
and industry specific
enhancements. However,
pre-built features may not
meet all specific needs.
1 2 3
3 APPROACHES TO MOBILE SALESFORCE DEVELOPMENT There is no one-size-fits-all approach to mobile development. Successful strategies embrace the
idea of an app suite—a collection of tools, each individually targeted at specific workflows—versus
the ‘kitchen-sink’ approach of one monolithic, do-everything app.
6 FEATURES OF AN EFFECTIVE MOBILE STRATEGY
1. THE RIGHT USE-CASES: What are the customer / employee moments a mobile app will improve?
2. ACCESS TO DATA: What data sources will the app connect to?
3. ONE DEVELOPMENT STRATEGY: Will it be a native, hybrid, or web-optimized app?
4. AN INTUITIVE DESIGN: How will the app look and work?
5. SUCCESS METRICS: How will app success be measured?
6. A PLAN TO INNOVATE: How will ongoing releases be managed?
Get the complete guide to mobile strategy: bluewolf.com/mobileguide
#1
BENCHMARK YOURSELFInstantly receive a personalized report of findings based on this year’s data.
bluewolf.com/benchmarkyourself
THE S TAT E O F S A L E S F ORCE | 19
UNLEASH THE DATA
Client Story
RETAIN CUSTOMERS WITH PREDICITIVE ANALYTICSIron Mountain assists organizations across 36
countries and five continents with storing,
protecting, and managing information. With
complex client needs and countless ways clients
use to interact with Iron Mountain, account
management tactics were more reactive than
proactive. By incorporating predictive data
models, Bluewolf created Salesforce workflows
and triggers to alert account managers. Account
managers are now alerted if they have clients at
risk of leaving, and they’re given specific
recommendations directly in Salesforce to help
retain the client.
EVERY DEPARTMENT MUST FOCUS ON DATAWhile extracting insights from data is complex, it is the very thing that
enables powerful digital experiences. The companies that will become
digital leaders are those able to achieve a holistic view of their
customers and deliver relevant, actionable data from disparate
systems to employees and customers.
OF COMPANIES WILL INCREASE THEIR INVESTMENTS IN ANALYTICS, 20% SUBSTANTIALLY 71% 20%
MARKETING 76%
OPERATIONS 56%
SERVICES 47%
FINANCE 47%
IT 37%
USE BY DEPARTMENT
OF SALES TEAMS USE BI OR ANALYTICS TOOLS
88%
Data is at the very heart of digital transformation. With the explosion of channels and devices, more
data is being captured about customers than ever before. Through the promise of analytics,
organizations are racing to transform data into consumable insights that drive actions aligned to
their business outcome objectives.
DATA QUALITY IS AN ONGOING INITIATIVEEssential to any data strategy is master data management. Companies need to invest
in ongoing programs to cleanse, enhance, and back up critical data.
THE RIGHT DATA—IN THE RIGHT MOMENT—PRODUCES RESULTS Providing access to data is not enough. Innovative organizations are inserting
customer insights directly into the employees’ path of work inside of Salesforce.
Instead of reacting to customer inquiries, companies are becoming proactive.
Imagine a Salesforce Chatter post alerting a salesperson of outstanding service
inquiries during a critical renewal phase of a contract, or a service agent receiving
a proactive alert about a promotional offer to an emerging customer support issue.
OF COMPANIES RATE THEIR USE OF PREDICTIVE ANALYTICS AS MATURE
19%
TAKEAWAY When approaching all of the potential use-cases for predictive analytics, prioritize ones that involve frequently recurring decisions. They are easier to model than strategic decisions, and will have the most impact. Identify the critical customer moments, and employees, that align to that decision point, and then work to not only expose the data, but create workflows that tell your employees the next, best action to take with that customer to achieve the ideal outcome.
ARE CURRENTLY INVESTED IN DATA CLEANSING
TOOLS AND 26% PLAN TO INVEST IN THE NEXT YEAR
OF SALESFORCE USERS ARE NOT
CONFIDENT IN THEIR INSTANCE’S DATA
38% 51%
THE S TAT E O F S A L E S F ORCE | 21
ENABLE ONGOING INNOVATION
EMBRACE CLOUD GOVERNANCE AND ALM SOLUTIONSNo company can remain static. Even if a company itself were to try and remain
unchanged, its partners, customers, and business environment are constantly
shifting. There is a business cost to not evolving and companies need a method to
execute ongoing innovation in order to simply remain relevant. Leaders understand
that rapid, high-quality innovation in the cloud is central to success, and are
embracing both cloud governance and application lifecycle management tools.
For all eight key elements of cloud governance, check out bluewolf.com/8KeyElements
CLOUD GOVERNANCE ENABLES CONSISTENT, QUALITY INNOVATIONSRising complexity due to integrations, companies investing in multiple Salesforce
clouds, and custom development on the Salesforce1 Platform are all leading
companies to invest in cloud governance. Having a process that enables innovation
and ensures quality coincides with the ability to execute monthly releases.
TAKEAWAYProcesses and standards that govern the management of critical data are essential. Choosing what data to collect and who owns it requires consistent rules. Each business unit should have its own requirements but they must be consolidated into an enterprise-wide plan that informs the innovation process.
HAVING A CLOUD GOVERNANCE BOARD ENABLES FREQUENT RELEASESCloud governance streamlines development, testing, and deployment, boosting the
ability of teams to deliver new application functionality. To effectively release, at least
monthly, a cloud governance board is essential.
WE
EK
LY
16%10%
QU
AR
TER
LY
24%23%
TW
ICE
P
ER
YE
AR
10%20%
AN
NU
ALL
Y
OR
LE
SS 10%25%
MO
NTH
LY
39%22%
NO
YES
HAVE A GOVERNANCE BOARD
RELEASE FREQUENCY & GOVERNANCE BOARDS
APPLICATION LIFECYCLE MANAGEMENT (ALM) TOOLS ARE CRITICAL TO SUPPORT ENGAGEMENT & INNOVATIONAs companies build and integrate more applications with Salesforce, they need a tool that can ensure a release will not negatively
impact any workflows. Those considering an ALM solution for Salesforce should look for the following:
OF COMPANIES ARE ALREADY
USING AN ALM TOOL;
27% ARE PLANNING TO INVEST
RELEASE PLANNING A tool must support all the steps necessary to gather
and prioritize requirements. This includes a way to
capture requests from end users, turn them into a
consistent, agile story format, and prioritize requests
based on level of effort and business values.
1RELEASE MANAGEMENT The ability to track dependencies and trace the
history of any enhancement is essential—especially
in environments with concurrent development cycles.
2
ENVIRONMENT MANAGEMENTAn ALM tool must be able to streamline the assembly
of build packages from multiple orgs, and automate
deployment to staging, production, and mirror orgs,
as well as enable the rollback of deployments.
3QUALITY ASSURANCEA tool should simplify and automate unit and
functional test planning and execution, while
also promoting high-quality code through
visibility into test coverage.
4
TAKEAWAY Companies executing Salesforce releases at least quarterly that include custom code or a bi-directional integration should invest in Salesforce-specific tools that support release and environment management, as well as quality assurance.
18%
THE S TAT E O F S A L E S F ORCE | 23
ADDITIONAL PERSPECTIVES ON THIS YEAR’S DATA
Each of the following pages features insights from five
leading companies in the salesforce.com ecosystem.
LESS TIME PROCESSING CONTRACTS —MORE TIME WITH CUSTOMERS
25
GET CLOSER TO YOUR CUSTOMERS
26
EFFORTLESS CUSTOMER ENGAGEMENT
EVERY CHANNEL—ALL IN SALESFORCE
28
FIVE KEYS TO IMPROVING CUSTOMER COMMUNICATIONS
TM
29
27
INCREASING MARKETING ROI WITH A FOCUS ON DATA
BENCHMARK YOURSELFInstantly receive a personalized report
of findings based on this year’s data.
bluewolf.com/benchmarkyourself
LESS TIME PROCESSING CONTRACTS—MORE TIME WITH CUSTOMERS
To see how HotelTonight automates the contract process and closes deals faster with DocuSign
for Salesforce, visit http://esign.docusign.com/sfdc-hotel-tonight
“SPEED AND EASE OF USE ARE SO
IMPORTANT FOR HOTELTONIGHT.
DOCUSIGN WAS THE PERFECT
PARTNER TO BRING THOSE SAME
THINGS TO THE WAY WE WORK
WITH HOTELS.”
— Sam Shank, CEO of HotelTonight
Administrative hurdles, disparate business systems, and the inevitable paper chase can bog down
your contract process. Instead of focusing on customer relationships, salespeople are devoting too
much time on administrative tasks—decreasing their selling time and impacting revenue.
Here are three reasons to ditch the paper and implement a digital transaction-management solution
inside Salesforce:
1. SPEND LESS TIME ON MANUAL PROCESSES AND TRACKING DOWN DOCUMENTS. With the
click of a button, send contracts for signature from within Salesforce. Control the workflow from
the start, provide multiple authentication options, and capture actions taken by everyone who
interacts with the transaction.
2. ACHIEVE BETTER FORECASTING AND TRANSPARENCY OF DEAL STATUS. All actions are
captured in the background, ensuring a complete and traceable audit trail is captured with
every transaction. Increased transparency results in better forecasting for your executive team.
3. CLOSE MORE DEALS FASTER. Freeing account executives from manual data entry enables
them to expend their energy on tasks that drive revenue for the company. This enables the
company to grow revenue, without needing to hire additional staff members.
OF SALESFORCE CUSTOMERS SAY
IT TAKES MORE THAN A WEEK TO
EXECUTE A CONTRACT
51%
THE S TAT E O F S A L E S F ORCE | 25
THE FIVE STAGES OF GAINING A SINGLE CUSTOMER VIEW 1. INTEGRATION. Integrating Salesforce with your 3rd-party data, on-premises back office, and
cloud applications is the first step. But gaining a single view requires the agility and flexibility to
connect to any system, at any speed.
2. VALIDATION. Step two is all about building trust. Automating the contact-validation and
de-duplication lifecycle eliminates uncertainty by correcting and preventing errors and
duplication before the data ever enters Salesforce.
3. CONSOLIDATION. It’s important to rationalize integrated data within the Salesforce
environment. The key is to prioritize by data source and critical fields, which will allow you to
maintain and enrich master data on a constant basis, and provide everyone with a single,
unified source of real-time information.
4. MULTI-ORG COORDINATION. 30% of businesses have multiple Salesforce instances that must
be coordinated to match their specific business model. For ultimate agility, it’s best to have the
option to organize into a global reporting hub for reports across orgs, or by master sub-org to
manage and synchronize business processes across your enterprise.
5. VISUALIZATION. In the final stage, organize your customer data into dynamic multi-
dimensional hierarchies. This enables each user to see the relevant customer story for their role,
regardless of the source, managing different hierarchy types, and relating global accounts up to
an ultimate parent.
GET CLOSER TO YOUR CUSTOMERS
Achieving a single view of the customer provides companies with invaluable insight into their
past, present, and future customer interactions. With an improved understanding of customers’
wants and needs, sales can upsell more effectively, marketing can execute higher ROI
campaigns, and customer service can be more proactive in resolving issues.
“WITH INFORMATICA CLOUD, YOU CAN
NOW INTEGRATE DATA FROM ANY
SOURCE IN REAL TIME, AND GIVE SALES,
CUSTOMER SERVICE, AND MARKETING
THE TRUSTED CUSTOMER INFORMATION
AND REPORTING THEY NEED TO BETTER
MANAGE RELATIONSHIPS, INCREASE
OPPORTUNITIES, AND GROW REVENUES.”
OF BUSINESSES USE SALESFORCE
TO GAIN A SINGLE VIEW OF
THEIR CUSTOMERS
41%
— Ronen Schwartz, Vice President & General Manager Informatica Cloud
Integrating live, context-rich data from multiple channels is what enables personalized marketing, a great
customer experience, and accurate ROI analysis. However, for most companies, it is difficult to integrate all
customer data (marketing, service, and sales) into not just a single system, but a state that is useful for
every department.
INCREASING MARKETING ROI WITH A FOCUS ON DATA
Marketers who use Salesforce and have not already integrated their marketing automation tool
and data sources should prioritize integration. Not only is there a strong correlation between
integration of your CRM, data sources, and a higher ROI on marketing automation, but companies
with this integration are also able to execute more sophisticated campaigns, have better
alignment between marketing and sales, convert opportunities faster, and provide closed loop
reporting with better analytics.
DEFINE CUSTOMER PROFILES Identifying ideal customer profiles is crucial to increasing sales but also delivering a more relevant,
personalized marketing experience. When marketing and sales are in alignment—integrated
marketing automation tools can seamlessly nurture leads until they are ready to buy, further
increasing ROI.
ENABLE REAL-TIME DATAThe days of email blasting an entire database or blindly purchasing lead lists are gone. Define
what key data points are needed to develop a personalized customer experience and drive an
understanding of the importance of clean, live, context-rich data across the company.
OF MARKETERS ARE
EXTREMELY SATISFIED WITH
MARKETING AUTOMATION
59% ARE SOMEWHAT SATISFIED7%
OF MARKETERS HAVE A
MARKETING AUTOMATION TOOL
SYNCED WITH SALESFORCE
65%
OF MARKETERS
SAY THEY ARE
ALIGNED WITH SALES
84% 79% OF SALES PEOPLE SAY
THEY ARE ALIGNED
WITH MARKETING
THE S TAT E O F S A L E S F ORCE | 27
EFFORTLESS CUSTOMER ENGAGEMENT EVERY CHANNEL—ALL IN SALESFORCE
Customers can be tricky to do business with; they hop from channel to channel trying to find the
answer to their problem—and they expect you to be alongside them for the whole journey. Leading
organizations are putting Service Cloud at the heart of their multichannel contact center strategy to
ensure they are able to engage customers every step of the way. Service Cloud makes it easy to
integrate multiple channels into a single system, enabling all employees to act on any customer activity.
Combining e-mail with Service Cloud remains the predominant integration, but telephony is quickly
catching up. Nearly half of companies have integrated voice into Service Cloud, and an additional 42% plan to within the next year.
Modern contact centers must seamlessly route, prioritize, and report on all channels using Service
Cloud as the single source of all customer information. With Service Cloud, no matter the channel
a customer chooses to use—the ever-popular web form, or a newer channel like social media —
companies can deliver the same level of customer satisfaction.
With a cloud-based contact center from NewVoiceMedia, companies are able to use the rich
customer data stored in the Service Cloud to make intelligent decisions on how to handle, treat, and
route customer interactions—regardless of channel.
OF COMPANIES WILL HAVE THREE
OR MORE CONTACT CHANNELS
INTEGRATED WITH SERVICE CLOUD
IN THE NEXT YEAR
64%
60%
79%
EMA
ILS
55%
34%
WEB
FO
RM
S
49%
30%
PO
RTA
LS/
CO
MM
UN
ITIE
S
46%
23%
INB
OU
ND
P
HO
NE
40%
21%
OU
TBO
UN
D
PH
ON
E
53%
17%
SOC
IAL
38%
17%
WEB
C
HA
TS
32%
13%
FOR
UM
S
19%
9%
SMS
10%
4%FAX
50%
0%
INTEGRATION OF CUSTOMER SERVICE CHANNELS WITHIN SERVICE CLOUD
CURRENTLY INTEGRATED
PLAN TO INTEGRATE
TOP CHANNELS TO WATCH
CUSTOMER CHANNELS
% O
F C
OM
PAN
IES
SUR
VE
YE
D
FIVE STEPS TO IMPROVING CUSTOMER COMMUNICATION
“THE SIMPLICITY OF THE ONE CORRESPOND
FOR SALESFORCE UI, AND THE ABILITY TO
UPDATE TEMPLATES EASILY WORKS GREAT.
IT USED TO TAKE ME AN ENTIRE DAY TO
UPDATE OUR TEMPLATES, NOW WE HAVE
JUST ONE TEMPLATE AND IT TOOK ONLY 15
MINUTES TO DO A MASS UPDATE TO OUR
QUOTE TEMPLATE. THAT’S A 23-HOUR AND
45-MINUTE TIME SAVINGS.”
Sales and service teams often struggle to find up-to-date, on-brand, approved templates for
business-critical communications. To address this problem, innovative companies look to
third-party solutions to help them manage and deliver high-quality documents inside of their
CRM systems.
Follow these best-practice guidelines to improve customer communications, greatly reduce
risk, and enhance customer engagement.
SAY GENERATING PROPOSALS,
CONTRACTS, OR SERVICE LETTERS
INSIDE OF SALESFORCE IS EASY
27%
1. PERSONALIZATION. Integrate a communication solution that leverages existing CRM data and
enables the automated creation and delivery of personalized communications, with accuracy
and scale.
2. RELEVANCY. Build a real-time, 360-degree view of the customer with their history and
preferences housed in one location (like Salesforce), and ensure it is visible to sales and service
teams. This information empowers sales and service agents to proactively upsell and cross-sell
with targeted communications.
3. TIMELINESS. Create centrally located, on-brand, pre-approved, and reusable templates that are
easily accessible to your reps. You can rest assured that the templates in circulation have the
most up-to-date content (such as terms and conditions), which reduces risk and dramatically
improves time-to-market.
4. OMNI-CHANNEL. Enable the delivery of timely communications across a customer’s channel of
choice by creating one template that works across the board, be it e-mail, social, mobile, etc.
5. AGILE TECHNOLOGIES. Cloud-based SaaS solutions enable business agility. SaaS solutions
provide all users with the latest features and are available remotely anytime. Cloud-based
solutions are fast to deploy, easy to upgrade, and require minimal IT support.
TM
— Manager, Stock Photography Agency
Generating customer communications in Salesforce just got easier.
Learn more about ONE Correspond for Salesforce, visit the AppExchange THE S TAT E O F S A L E S F ORCE | 29
BENCHMARK YOURSELFReceive a personalized report comparing your Salesforce use and investment to leading salesforce.com customers. bluewolf.com/benchmarkyourself
DOWNLOAD INDUSTRY AND COUNTRY SPECIFIC RESEARCHAccess more specific insights on how the most innovative companies
in the world use Salesforce.
For Financial Services bluewolf.com/FinServSOSF
For The United Kingdom bluewolf.com/UKSOSF
For Australia bluewolf.com/AUSOSF
BENCHMARK YOURSELF
Bluewolf helps customer-obsessed enterprises realize business outcomes in weeks, not years.
WHAT WE DO
SALESFORCE CONSULTING
DIGITAL MARKETING
MOBILE & UI/UX
CHANGE MANAGEMENT
CLOUD GOVERNANCE
ANALYTICS
CORINNE SKLARGlobal CMO
@csklar
STEVE FARISChief Platform Officer
@stevefaris
GLEN STOFFELVice President,
Business Transformation
@thinkitdone
ADAM BATARANDirector, Analytics
@adambataran
PATRICK BULACZGlobal Head of Mobile
@pbulacz
BOB FURNISSDirector,
Customer Service &
Support
@bobfurniss
THE S TAT E O F S A L E S F ORCE | 31
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